MPAA Ratings System

Back around 1968 I wrote my first essay about the new movie rating system. Now, so many
decades later the MPAA system is changed but still around. The MPAA (Motion Picture
Association of America) has provided a voluntary guideline system helping parents
determine which films are appropriate for their children.

Films have almost always been subjected to guidelines imposed by others. First there was a
simple Certificate of Approval, a notation that the film contained no material the
industry considered obscene or objectionable. These Seals of Approval were typically given
by the Production Code Administration of California. The guidelines were based on the
Hayes Commission, a group founded to ensure the morality of films. In 1922 the MPAA came
into existence to help administer these standards. Things were pretty much left to the
studios and the MPAA as to what was considered fit for the viewing public.

History
In May of 1966 a film was presented to the MPAA that broke many of the rules. 'Who's
Afraid of Virginia Woolf'. This film had as part of its dialogue 'Screw' and 'Hump the
hostess'. Since the sixties was a time of breaking down traditional views of morality and
sexuality this film became a pioneer in the opposing forces of the film makers trying to
reflect real life and the organizations trying to prevent films from presenting
objectionable material. The new (and until recently) president of the MPAA, Jack Valenti, met with
the studios and tried to broker a deal between Warner Brothers and the MPAA. Only a few
months later yet another challenge will present itself. MGM was to release the film 'Blow
Up'. This film had a good deal of nudity and many found it's free and easy depiction of
sexual attitudes very wrong. An informal list of 'dos and don't s' were rapidly becoming
of code of artistic censorship. Although these films were released without the Seal of
Approval the issue had only begun. In August 2004 Valenti,
then 82 years old, retired from the MPAA and was replaced by Dan Glickman.

Valenti, representing the MPAA met with the National American Theater Owners (NATO) and
International Film Importers & Distributors of America (IFIDA). Eventually the Screen
Actor's Guild (SAG), other professional organizations and representatives of the major
religions where included in an effort to determine how to strike a balance between the
artistic freedom demanded by the actors and directors and those who demanded some sort of
standards. In November of 1968 the first MPAA ratings system was announced.

Initially, the ratings had no X rating. The feeling was a parent should be able to take a
child to any film they chose. Giving in to pressure from NATO the 'X' was added as an
Adult Only category. (The X comes from ancient Rome were you had to be over ten -X - to
enter the Coliseum). At this point the impotent Hayes code was finally abandoned.

In 1969 the new ratings were already being changed. Many parents thought that
the M rating
was more sever than the R. To rectify this the MPAA changed the M to a GP, General
Audiences - Parental guidance suggested. In 1970 the GP underwent the change to PG,
Parental Guidance Suggested.

The introduction of the PG-13 rating is largely due to Steven Spielberg. 1984
two of his films, Gemlins (which he produced) and Indiana Jones and the Temple
of Doom received a rating of PG. Parents where outraged at some of the scenes
and complained. Spielberg went to Jack Valenti and stated the problem, the
rating system grouped everyone from infant to late teens in one category, PG.
Spielberg suggested a middle ground, the PG-13 rating. Not only did this resolve
the problem but it ultimately became the rating of choice for many films. The PG
rating tended to turn off teen audiences that felt the film would be too bland.
Seizing the opportunity the studios now often strive for the PG-13 over the PG
rating. In fact, most of the highest grossing films including Titanic and
Spider-Man received this rating.

On July 1, 1984 the PG category was split into PG and PG-13.
The latter category was for more intense subject matter intended for older teens.
As it turns out while the new rating was created for Indiana
Jones and the Temple of Doom and Gremlins due to some very intense scenes
but there were two films that beat it to the punch and actually receive the
rating. Red Dawn was the first film released as a PG-13 while The Flamingo Kid
was the first to actually receive the new rating but sat on the shelf for five
months allowing Red Dawn to be released first. The first PG-13, Red Dawn,
was released on August 10th of 1984. There was a lot of talk
at the time that Gremlins and Temple of Doom should have received the more
restrictive R rating if not for the reputation of Steven Spielberg for family
films and his influence in the film industry.

On November 27, 1990 more changes took effect. First, explanations behind a rating of R
were given. Information as to language, nudity, drug use and violence were noted in the
rating. Later, the explanation would be expanded to the PG and PG-13 ratings. Next, the X
rating was replaced with the current NC-17. The 'X' rating had over the years been
completely associated with hard core pornographic films. There was a need to differ
between those films and main stream films of an adult nature. The first such film to
receive the new NC-17 rating was the biography of Henry Miller, Henry and June.

Methods

The MPAA maintains a board of persons that view the film and vote on a rating. After a
discussion a rating is placed on the film. Specific reasons for the rating are not
formally disclosed to the producers and director of the film. Usually only general reasons
are provided as feedback. The final rating is by majority vote. If the distributor,
director or studio wishes to they can appeal the rating. A board of 14 to 18 persons from
the film industry is set to hear the appeal. This board views the film and discusses the
information presented in the appeal. The scenes responsible for the rating are identified
and the movie is sent back to the studio and director for reediting. The submission
process is then repeated. If the filmmakers feel the rating was improperly imposed then
they have a chance for a rebuttal. The board can question both sides. The representatives
from both sides are excused during a secret ballot of the appeal board. A two third vote
is required to over turn a rating. The decision of the board is final.

Today's MPAA Ratings

G:"General Audiences-All Ages Admitted."

This is a film which contains nothing in theme, language, nudity and sex, violence, etc.
which would, in the view of the Rating Board, be offensive to parents whose younger
children view the film. The G rating is not a "certificate of approval," nor
does it signify a children's film.

PG:"Parental Guidance Suggested. Some Material May Not Be Suitable For
Children."

This is a film which clearly needs to be examined or inquired into by parents before they
let their children attend. The label PG plainly states that parents may consider some
material unsuitable for their children, but the parent must make the decision.

PG-13:"Parents Strongly Cautioned. Some Material May Be Inappropriate For
Children Under 13."

PG-13 is thus a sterner warning to parents to determine for themselves the attendance in
particular of their younger children as they might consider some material not suited for
them. Parents, by the rating, are alerted to be very careful about the attendance of their
under-teenage children

In the opinion of the Rating Board, this film definitely contains some adult material.
Parents are strongly urged to find out more about this film before they allow their
children to accompany them.

An R-rated film may include hard language, or tough violence, or nudity within sensual
scenes, or drug abuse or other elements, or a combination of some of the above, so that
parents are counseled, in advance, to take this advisory rating very seriously. Parents
must find out more about an R-rated movie before they allow their teenagers to view it.

NC-17:"No One 17 And Under Admitted."

This rating declares that the Rating Board believes that this is a film that
most parents will consider patently too adult for their youngsters under 17. No
children will be admitted. NC-17 does not necessarily mean "obscene or
pornographic" in the oft-accepted or legal meaning of those words. The Board
does not and cannot mark films with those words. These are legal terms and for
courts to decide. The reasons for the application of an NC-17 rating can be
violence or sex or aberrational behavior or drug abuse or any other elements
which, when present, most parents would consider too strong and therefore
off-limits for viewing by their children. Most major theaters will not accept a
film rated NC-17 for showing. Also, many news papers and other media such as TV
and radio stations will not advertise a film rated NC-17.

Television Ratings

Guidelines similar to those used for film have now been
employed for rating television shows. Often, they are used in conjunction with
the V-Chip or cable box lock out features to permit a parent to restrict which
shows their children can watch on their own. The ratings are as follows:

TVY: "All Children."

This program is designed to be appropriate for all
children. Whether animated or live-action, the themes and elements in this
program are specifically designed for a very young audience, including children
from ages 2 - 6. This program is not expected to frighten younger children.

TVY7: "Directed to Older Children"

This program is designed for children age 7 and above.It
may be more appropriate for children who have acquired the developmental skills
needed to distinguish between make-believe and reality. Themes and elements in
this program may include mild fantasy violence or comedic violence, or may
frighten children under the age of 7. Therefore, parents may wish to consider
the suitability of this program for their very young children. Note: For those
programs where fantasy violence may be more intense or more combative than other
programs in this category, such programs will be designated TV-Y7-FV.

TVG: "General Audiences"

Most parents would find this program suitable for
all ages. Although this rating does not signify a program designed specifically
for children, most parents may let younger children watch this program
unattended. It contains little or no violence, no strong language and little or
no sexual dialogue or situations.

TVPG: "Parental Guidance Suggested"

This program contains material that parents may find
unsuitable for younger children. Many parents may want to watch it with their
younger children. The theme itself may call for parental guidance and/or the
program contains one or more of the following: moderate violence (V), some
sexual situations (S), infrequent coarse language (L), or some suggestive
dialogue (D).

TV14: "Parents Strongly Cautioned"

This program contains some material that many parents
would find unsuitable for children under 14 years of age. Parents are strongly
urged to exercise greater care in monitoring this program and are cautioned
against letting children under the age of 14 watch unattended. This program
contains one or more of the following: intense violence (V), intense sexual
situations (S), strong coarse language (L), or intensely suggestive dialogue
(D).

TVMA: "Mature Audiences Only"

This program is specifically designed to be viewed
by adults and therefore may be unsuitable for children under 17. This program
contains one or more of the following: graphic violence (V), explicit sexual
activity (S), or crude indecent language (L).

Industry Reaction

It used to be if a director wanted his film released he or she pretty much had to
follow the recommendations of the MPAA. Now, with the advent of DVD for the distribution
of films many directors are offering different versions of the film of disc. One notable
example is director Todd Solondz with his film Storytelling. The MPAA objected to one
particular scene that depicted a sexual act between a student and her teacher. In the
theaters there was a red box digitally imposed over the couple. The DVD provides the
unrated version of the film which previously had only been available in Europe. Such
unrated versions are becoming increasingly popular with DVD releases. One caveat
is that
many major retail chains will not carry such unrated versions resulting in the studios
creating separate rated and unrated discs.

One final note
about unrated DVDs. This only means the version of the film has not been
submitted to the MPAA for rating. Often an unrated DVD contains only a few
minutes of extra material and often if it was submitted for a rating it would
receive the same one as the theatrical release. Basically, this is a marketing
ploy on the part of the studios. Unlike when a movie is released in a theater
where NC-17 or unrated translates into a lack of distribution and advertising,
with the DVD market people flock to purchase such a disk. Even though many brick
and mortar stores will not carry an unrated disk the popularity of online
retailers ensure the success of these releases.

2007 Changes

In January 2007 the MPAA announced
several changes to their rating and appeal system. Speaking from Park City Utah,
Jack Velenti's successor, Dan Glickman denied the changes were promoted by the
documentary 'This Film not
yet Rated' by Kirby Dick, but many in the industry have noted the proposed
changes were announced just before the DVD release of the documentary. In his
film Dick focused on the secretive nature of the MPAA's process and indicted
them for what he considered misleading statements to the public and numerous
cases of having double standards in their ratings. Among the changes announced
are:

Directors would be more
active in the appeals process. They would be
permitted to cite similar objectionable scenes in past movies when
trying to overturn an initial rating.

Posting the names of its three senior raters on the
association's Web site. Other raters will remain anonymous, but details on
their background, families and where they come from will be posted online.

Enforcing a policy to ensure that raters have
school-age children, which the association's overseers said was important so
raters could give parents proper perspective on what might be inappropriate
for kids.

Putting information online about the association's
standards for rating movies, along with forms and instructions to filmmakers
for submitting movies for rating.

Glickman used the United States constitution as an
example stating that like that document the MPAA is fundamentally sound but
may require some minor adjustments to keep up with the times. Dick has said
that these changes are mostly cosmetic in nature and much of the secrecy will
remain.